浅议酒店顾客的品牌忠诚度的塑造-学位论文.docVIP

Abstract Economic globalization, the development of tourism makes more hotel enterprises to participate in the market in China, the hotel industry competition between enterprises, especially to face international well-known brand hotel industry development trend is our long-term business group size and form of business hotels will be more numerous monomer is extremely adverse competitive position. With Chinas accession to the WTO, relation between supply and demand of buyers market, the change, it is important for many hotels, the market share of statistics and not how much, but has many loyal customers, namely the competition by pursuing target hotel number of market share to the quality of market share, namely of customer loyalty number. In a certain sense, the brand loyalty determines the value of the brand and influence, affect the competitive advantage of enterprises and establish and strengthen the market position. The brand is the core of each hotel management guide, is the intangible assets, in an increasingly competitive environment, how to win this hotel brand loyalty to consumers, not only in relation to the future development of the hotel, and it is a way of the comprehensive strength of hotel. Customer loyalty to service organizations survival and development, shape and more critical maintenance loyal customers have become the important mission of service organizations. Key word：Competition，Brand loyalty，Customer loyalty，Shape， Maintain 1、引言 著名的管理大师杜拉克有句话：“企业效益中心不在企业内部，企业惟一的效益中心就是客户”。如果企业能提高顾客的忠诚度，减少目前正在流失的客户，相信多数企业会取得更快的增长和更高的利润。 1.1当今我国酒店行业发展的现状和趋势 改革开放后，我国酒店业在硬件建设方面迅速发展，与国外同类型的酒店差距不大，但在管理和服务等“软件”方面的差距仍然很大。随着中国加入世界贸易组织，世界各大酒店集团以其巨大的品牌优势、低价的订房网络、雄厚的资金实力和人才优势进入到中国的酒店市场，这无疑对中国酒店业是一种极大的冲击。 我国酒店业的规模以每年近10%的速度递增，导致酒店业供给总量供给结构的不合理。目前，我国酒店业已进入了买方市场，步入微利时代。供求关系比例失调而造成酒店市场竞争的加剧，从而导致酒店业的平均利润一直在下降。品牌作为酒店的核心竞争力，已成为增强竞争力的最重要因素。 随着高星级酒店的兴建与开业仍保持惯性的增长趋势，预计未来3—5年酒店的发展以品牌建设、服务质量以及综合管理能力的竞争将越来越在行业竞争中占据主导地位。而塑造鲜明的品牌个性是强势品牌的主要特征，品牌个性能增强顾客的品牌忠诚度，形成酒店持久的品牌竞争力。 1